content marketing

Your company has its values established and adheres to them … right? And if they do, as an employee, you know your company’s values and abide by them … right? (Even better for all if your personal values align with those of your company.) “Yes” and “yes” should ideally be your response.  The core standards that companies embrace are what shapes the essence of their identities. These standards, or values, support a vision that create their...

The Importance of Upholding Company Values

Here’s the truth: I skip over your online content marketing (blogs, media announcements, videos, knowledge center resources, websites, social media posts and more) when your imagery, or lack of, fails to capture my attention. And, as a career creative director, it’s not a unique response that just I experience; it’s a universal human response.  People react to and process visual data better than any other type of content. The human brain processes images 60,000 times...

Hey, Look at Me! Why and How to Leverage Imagery in Content Marketing

Dear Marketers, Stop marketing the way you planned for 2020. In the face of a global pandemic and recession, your business-as-usual, overt content marketing strategy intended to garner profit only is causing you to lose both trust and customers through insensitivity. (Sadly, I still see many companies doing so.)  Offer empathetic messaging I realize you and your team have put countless hours into your 2020 marketing strategy in support of your company’s investments, such as...

Moving Brand-Building Campaigns to the Forefront

In early January, content posted on Teen Vogue’s website began trending on social media, which should have delighted the magazine’s editorial team. The article focused on how Facebook planned to tackle politically-driven misinformation campaigns on its platform. But the article itself was misleading. Though appearing as editorial content, it actually was a paid piece from Facebook. Teen Vogue initially added an editor’s note labeling it as sponsored content. When the controversy failed to die down,...

Creating Sponsored Content People Want to See

Digital marketing is about to hit a major disruption. That’s especially true for organizations reliant on buying rather than building lists, gauging campaign effectiveness through web metrics, and sending content to recipients without their explicit permission. All of those practices are impacted by the nation’s most stringent consumer data privacy law: the California Consumer Privacy Act (CCPA). Though CCPA received a lot of attention when it first passed in summer 2018, it’s only been in recent months...

Making Sure Your Digital Marketing Meets CCPA

If you are on Facebook, Instagram, LinkedIn or a number of niche platforms, like TikTock and Snapchat, then you are likely being bombarded by brands, not just through direct marketing and digital advertising, but through brand ambassadorships. There are laws governing how companies can market online to consumers. What hasn’t gotten as much attention are federal regulations surrounding social media users who peddle productsthrough personal posts. Many of these are non-celebrities flattered that a company wants...

Under the Influence: How to Spot Social Media Violators

November 2019

Be Best, Blogger

On a LinkedIn post recently, marketers were debating the value of blogs—those marketing mainstays used to build trust with your prospects, warm up the buying process with engagement and bolster your SEO efforts. Some of those weighing in on LinkedIn suggested to not post “some crappy 500-word blog that your overpaid agency told you to write,” and to “ditch the blog when you have nothing to say.” I 100% agree with those recommendations … and...

Be Best, Blogger

Those who create content need their space, especially when suffering from writer’s block. Some need quiet. Some need motion. Some need deadlines. Some need extensions. Some need clutter. Some need clean. What they all need, though, to break a creative impasse is to ditch their smartphone. Not permanently, of course. Just until you have a breakthrough. Unlike cellphones of old, we now carry Internet-connected computers in our hands, so we can work or play online...

Got Writer’s Block? Ditch Your Smartphone!

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